| Condensed Consolidated Statements of Stockholders' Equity (Unaudited) - USD ($)shares in Thousands, $ in Thousands
 | Total | Additional Paid-in Capital | Accumulated Deficit | Accumulated Other Comprehensive Income (Loss) | Non- Controlling Interest | Class A Common Stock  Common Stock | Class B Common Stock  Common Stock | Class C Common Stock  Common Stock | 
| Balance, beginning of period (in shares) at Dec. 31, 2019 |  |  |  |  |  | 9,812 | 5,975 | 77,791 | 
| Balance, beginning of period at Dec. 31, 2019 | $ 114,264 | $ 32,108 | $ (9,727) | $ (72) | $ 91,848 | $ 98 | $ 1 | $ 8 | 
| Increase (Decrease) in Stockholders' Equity |  |  |  |  |  |  |  |  | 
| Net loss | (16,739) |  | (4,461) |  | (12,278) |  |  |  | 
| Equity-based compensation | 270 | 64 |  |  | 206 |  |  |  | 
| Other comprehensive income (loss) | (1,120) |  |  | (267) | (853) |  |  |  | 
| Issuance of Class A common stock (in shares) |  |  |  |  |  | 480 |  |  | 
| Issuance of Class A common stock for Eyce acquisition | 1,501 | 1,496 |  |  |  | $ 5 |  |  | 
| Cancellation of Class B common stock due to forfeitures (in shares) |  |  |  |  |  |  | (105) |  | 
| Cancellation of Class B common stock due to forfeitures | 0 | 223 |  |  | (223) |  |  |  | 
| Joint venture consolidation | 189 |  |  |  | 189 |  |  |  | 
| Balance, beginning of period (in shares) at Mar. 31, 2020 |  |  |  |  |  | 10,292 | 5,870 | 77,791 | 
| Balance, end of period at Mar. 31, 2020 | 98,365 | 33,891 | (14,188) | (339) | 78,889 | $ 103 | $ 1 | $ 8 | 
| Balance, beginning of period (in shares) at Dec. 31, 2019 |  |  |  |  |  | 9,812 | 5,975 | 77,791 | 
| Balance, beginning of period at Dec. 31, 2019 | 114,264 | 32,108 | (9,727) | (72) | 91,848 | $ 98 | $ 1 | $ 8 | 
| Increase (Decrease) in Stockholders' Equity |  |  |  |  |  |  |  |  | 
| Net loss | (36,844) |  |  |  |  |  |  |  | 
| Other comprehensive income (loss) | (395) |  |  |  |  |  |  |  | 
| Issuance of Class A common stock for the acquisition of Conscious Wholesale | 1,988 |  |  |  |  |  |  |  | 
| Balance, beginning of period (in shares) at Sep. 30, 2020 |  |  |  |  |  | 13,072 | 3,591 | 76,489 | 
| Balance, end of period at Sep. 30, 2020 | 79,460 | 39,194 | (20,732) | (154) | 61,012 | $ 131 | $ 1 | $ 8 | 
| Balance, beginning of period (in shares) at Mar. 31, 2020 |  |  |  |  |  | 10,292 | 5,870 | 77,791 | 
| Balance, beginning of period at Mar. 31, 2020 | 98,365 | 33,891 | (14,188) | (339) | 78,889 | $ 103 | $ 1 | $ 8 | 
| Increase (Decrease) in Stockholders' Equity |  |  |  |  |  |  |  |  | 
| Net loss | (6,312) |  | (2,051) |  | (4,261) |  |  |  | 
| Equity-based compensation | 892 | 220 |  |  | 672 |  |  |  | 
| Other comprehensive income (loss) | 405 |  |  | 99 | 306 |  |  |  | 
| Issuance of Class A common stock for the acquisition of Conscious Wholesale (in shares) |  |  |  |  |  | 171 |  |  | 
| Issuance of Class A common stock for the acquisition of Conscious Wholesale | 487 | 485 |  |  |  | $ 2 |  |  | 
| Exchanges of noncontrolling interest for Class A common stock (in shares) |  |  |  |  |  | 2,140 | 2,140 |  | 
| Exchanges of noncontrolling interest for Class A common stock | 0 | 3,896 |  |  | (3,917) | $ 21 |  |  | 
| Cancellation of Class B common stock due to forfeitures (in shares) |  |  |  |  |  |  | (6) |  | 
| Cancellation of Class B common stock due to forfeitures | 0 | 9 |  |  | (9) |  |  |  | 
| Balance, beginning of period (in shares) at Jun. 30, 2020 |  |  |  |  |  | 12,603 | 3,724 | 77,791 | 
| Balance, end of period at Jun. 30, 2020 | 93,837 | 38,501 | (16,239) | (240) | 71,680 | $ 126 | $ 1 | $ 8 | 
| Increase (Decrease) in Stockholders' Equity |  |  |  |  |  |  |  |  | 
| Net loss | (13,793) |  | (4,493) |  | (9,300) |  |  |  | 
| Equity-based compensation | (980) | (298) |  |  | (682) |  |  |  | 
| Other comprehensive income (loss) | 320 |  |  | 86 | 234 |  |  |  | 
| Issuance of Class A common stock (in shares) |  |  |  |  |  | 35 |  |  | 
| Issuance of Class A common stock for Eyce acquisition | 76 | 75 |  |  |  | $ 1 |  |  | 
| Cancellation of Class B common stock due to forfeitures (in shares) |  |  |  |  |  |  | (133) |  | 
| Cancellation of Class B common stock due to forfeitures | 0 | 221 |  |  | (221) |  |  |  | 
| Redemption of Common Units for Class A common stock (in shares) |  |  |  |  |  | 434 |  |  | 
| Redemption of Common Units for Class A common stock | 0 | 695 |  |  | (699) | $ 4 |  | $ 1,302 | 
| Balance, beginning of period (in shares) at Sep. 30, 2020 |  |  |  |  |  | 13,072 | 3,591 | 76,489 | 
| Balance, end of period at Sep. 30, 2020 | 79,460 | 39,194 | (20,732) | (154) | 61,012 | $ 131 | $ 1 | $ 8 | 
| Balance, beginning of period (in shares) at Dec. 31, 2020 |  |  |  |  |  | 13,322 | 3,491 | 76,039 | 
| Balance, beginning of period at Dec. 31, 2020 | 69,257 | 39,742 | (24,848) | 29 | 54,192 | $ 133 | $ 1 | $ 8 | 
| Increase (Decrease) in Stockholders' Equity |  |  |  |  |  |  |  |  | 
| Net loss | (7,714) |  | (4,256) |  | (3,458) |  |  |  | 
| Equity-based compensation (in shares) |  |  |  |  |  | 226 |  |  | 
| Equity-based compensation | 506 | 180 |  |  | 324 | $ 2 |  |  | 
| Other comprehensive income (loss) | 49 |  |  | 18 | 31 |  |  |  | 
| Issuance of Class A common stock (in shares) |  |  |  |  |  | 426 |  |  | 
| Issuance of Class A common stock for Eyce acquisition | 2,005 | 2,001 |  |  |  | $ 4 |  |  | 
| Exchanges of noncontrolling interest for Class A common stock (in shares) |  |  |  |  |  | 2,368 | 1,043 | 3,975 | 
| Exchanges of noncontrolling interest for Class A common stock | 0 | 5,774 |  |  | (5,797) | $ 24 |  | $ (1) | 
| Cancellation of Class B common stock due to forfeitures (in shares) |  |  |  |  |  |  | (5) |  | 
| Cancellation of Class B common stock due to forfeitures | 0 | 8 |  |  | (8) |  |  |  | 
| Balance, beginning of period (in shares) at Mar. 31, 2021 |  |  |  |  |  | 16,342 | 2,443 | 72,064 | 
| Balance, end of period at Mar. 31, 2021 | 64,103 | 47,705 | (29,104) | 47 | 45,284 | $ 163 | $ 1 | $ 7 | 
| Balance, beginning of period (in shares) at Dec. 31, 2020 |  |  |  |  |  | 13,322 | 3,491 | 76,039 | 
| Balance, beginning of period at Dec. 31, 2020 | 69,257 | 39,742 | (24,848) | 29 | 54,192 | $ 133 | $ 1 | $ 8 | 
| Increase (Decrease) in Stockholders' Equity |  |  |  |  |  |  |  |  | 
| Net loss | (42,269) |  |  |  |  |  |  |  | 
| Other comprehensive income (loss) | 197 |  |  |  |  |  |  |  | 
| Issuance of Class A common stock for the acquisition of Conscious Wholesale | 125,496 |  |  |  |  |  |  |  | 
| Balance, beginning of period (in shares) at Sep. 30, 2021 |  |  |  |  |  | 79,797 | 21,850 | 0 | 
| Balance, end of period at Sep. 30, 2021 | 200,192 | 222,107 | (48,628) | 92 | 25,821 | $ 798 | $ 2 | $ 0 | 
| Balance, beginning of period (in shares) at Mar. 31, 2021 |  |  |  |  |  | 16,342 | 2,443 | 72,064 | 
| Balance, beginning of period at Mar. 31, 2021 | 64,103 | 47,705 | (29,104) | 47 | 45,284 | $ 163 | $ 1 | $ 7 | 
| Increase (Decrease) in Stockholders' Equity |  |  |  |  |  |  |  |  | 
| Net loss | (5,840) |  | (3,043) |  | (2,797) |  |  |  | 
| Equity-based compensation (in shares) |  |  |  |  |  | 26 |  |  | 
| Equity-based compensation | 407 | 161 |  |  | 246 |  |  |  | 
| Other comprehensive income (loss) | 243 |  |  | 96 | 147 |  |  |  | 
| Exchanges of noncontrolling interest for Class A common stock (in shares) |  |  |  |  |  | 595 | 7 | 1,763 | 
| Exchanges of noncontrolling interest for Class A common stock | 0 | 977 |  |  | (983) | $ 6 |  |  | 
| Exercise of Class A common stock options (in shares) |  |  |  |  |  | 32 |  |  | 
| Exercise of Class A common stock options | 112 | 112 |  |  |  |  |  |  | 
| Member distributions | (200) |  | (200) |  |  |  |  |  | 
| Balance, beginning of period (in shares) at Jun. 30, 2021 |  |  |  |  |  | 16,943 | 2,436 | 70,301 | 
| Balance, end of period at Jun. 30, 2021 | 58,825 | 48,955 | (32,347) | 143 | 41,897 | $ 169 | $ 1 | $ 7 | 
| Increase (Decrease) in Stockholders' Equity |  |  |  |  |  |  |  |  | 
| Net loss | (28,715) |  | (16,281) |  | (12,434) |  |  |  | 
| Equity-based compensation (in shares) |  |  |  |  |  | 10 |  |  | 
| Equity-based compensation | 3,808 | 2,036 |  |  | 1,772 |  |  |  | 
| Other comprehensive income (loss) | (95) |  |  | (51) | (44) |  |  |  | 
| Issuance of Class A common stock (in shares) |  |  |  |  |  | 52,871 |  |  | 
| Issuance of Class A common stock for Eyce acquisition | 166,213 | 165,684 |  |  |  | $ 529 |  |  | 
| Exchanges of noncontrolling interest for Class A common stock (in shares) |  |  |  |  |  | 4,019 | (4,020) |  | 
| Exchanges of noncontrolling interest for Class A common stock | 0 | 5,331 |  |  | (5,370) | $ 40 | $ (1) |  | 
| Exercise of Class A common stock options and warrants (in shares) |  |  |  |  |  | 5,974 |  |  | 
| Exercise of Class A common stock options and warrants | 156 | 96 |  |  |  | $ 60 |  |  | 
| Conversion of Class C common stock (in shares) |  |  |  |  |  |  | 23,434 | (70,301) | 
| Conversion of Class C common stock | 0 | 5 |  |  |  |  | $ 2 | $ (7) | 
| Balance, beginning of period (in shares) at Sep. 30, 2021 |  |  |  |  |  | 79,797 | 21,850 | 0 | 
| Balance, end of period at Sep. 30, 2021 | $ 200,192 | $ 222,107 | $ (48,628) | $ 92 | $ 25,821 | $ 798 | $ 2 | $ 0 |